Article Per Year (5 Year)
p-Index From 2020 - 2025
1.347
P-Index
This Author published in this journals
All Journal Journal of Management - Small and Medium Enterprises (SME's) Arus Jurnal Sosial dan Humaniora ProBisnis : Jurnal Manajemen Jurnal Masyarakat Indonesia Aurelia: Jurnal Penelitian dan Pengabdian Masyarakat Indonesia International Journal of Economics and Management Journal of Business Integration Competitive
Mega Hernawati Harefa
Institut Bisnis IT&B, Medan
Religion Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

Published : 8 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search
Journal : Journal of Business Integration Competitive

 1 
Unlocking Buyer Intent: How the Marketing Mix Shapes Purchasing Decisions at Ummah Cahaya Restaurant Khairani Nurbayan; Ratih Amelia; Khairatun Nazah; Muhammad Fathoni; Mega Hernawati Harefa
Journal of Business Integration Competitive Vol. 1 No. 2 (2025): Journal of Business Integration Competitive
Publisher : Yayasan Bina Bisnis Nusantara Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64276/jobic.v1i2.14

Abstract

This study aims to examine the influence of product, price, location, and promotion on consumer purchasing decisions at RM Ummi Cahaya. Employing an associative and quantitative research design, the study involved a sample of 95 respondents selected from a population of 1,800 customers who made purchases in 2023. Data were collected through structured questionnaires and analyzed using SPSS Version 25, incorporating validity and reliability tests, multiple linear regression analysis, and hypothesis testing. The findings reveal that product, price, and location each have a positive and significant impact on purchasing decisions. However, promotion does not exhibit a significant influence. Collectively, the variables of product, price, location, and promotion demonstrate a simultaneous positive and significant effect on consumer purchasing decisions at RM Ummi Cahaya. These results suggest that enhancing product quality, competitive pricing, and strategic location may effectively increase customer purchase intentions, while promotional strategies may require further optimization to yield meaningful impact
Co-Authors Beby Asdilvira Febria, Devia Furqan Furqan Furqan, Furqan Kelana, Jimmi Khairani Nurbayan Khairatun Nazah Lidia Berliana Siboro Linda, Tina Muhammad Fathoni Ratih Amelia Rijal Allamah Harahap Siboro, Lidya Berliana Tina Linda Yogi Putra